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The much-awaited augmented reality game Pokémon GO finally launched in Singapore on Saturday (6 August) and mall operators here are quick to ride on the craze with several different Pokemon-related promotions announced.
In a statement to the press Saturday morning, Singapore developer CapitaLand launched a campaign across its shopping centres and other developments called #PokemonSTAR. Members of its multi-mall, multi-store cashless rewards programme CapitaStar can earn points and redeem shopping vouchers simply by snapping a photo of a Pokemon on Instagram at any of CapitaLand’s locations.
Meanwhile, ION Orchard mall manager, Orchard Turn Development, announced that it will release “hundreds” of Pokemon Go lures – an in-app feature designed to attract a large number of Pokemon to a location – at the mall from today until the 21 August.
Orchard Turn Development has also partnered its tenants to offer rewards to Pokemon Go players, among other promotional efforts.
In a report by JLL in July, it said that Pokemon GO’s worldwide popularity in “giving bricks-and-mortar retail businesses and food outlets new opportunities to connect with consumers and compete in the online space.”
Since its launch, malls and retailers in countries like Australia and Japan have been observed to launch targeted advertisements towards the mobile game’s players. Other businesses even have requested Pokéstops – locations where players can collect items – to be created near their locations to attract more visitors and increase footprint.
Image source: CapitaLand
Nikki De Guzman, Editor at CommercialGuru, wrote this story. To contact her about this or other stories email nikki@propertyguru.com.sg
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